Why do 50 free podcasts?

• We started doing podcasts in Feb. 2006.
• Our company focus is on training.
• People can multi-task as they listen.
• We want to help people understand the Web, most don’t.
• Some hire us to implement, but most just listen to the podcasts.
• Provides us with credibility and a chance to show that we know this field.

What have been a few of the key learning points from the podcasts?

• The comprehensive nature of the podcasts and Web marketing.
• The four step processes is covered in detail.
• Much information in a complex area of Web marketing.

More questions: Do Intuitive Websites’ clients do podcasting?

Why or why not?

What are future plans for the podcasts?

We end each podcast with an action item plan. What are the key action items for the listener?

• Go listen to our podcasts and take notes.
• You can find the podcasts on iTunes and our Websites.
• Start your own podcast channel and blog.
• Contact us with topics for future podcasts.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Web professionals should know marketing terms:

• Demographics – Objective and measurable data on the user.
• Geographic – Location and what their location means.
• Psychographics – Approaches, opinions and thoughts that are not measurable.

Understand where your users fit in these areas and then tailor the Website to meet what is important to them. The better the site hits the bulls eye, the better the results.

What is important to know about Website demographics?

• They drive the brand, conversions, ROI and the overall success of the Website
• This data can be found in Web stats and through market research with users.
• The better aligned with your demographics, the better your overall Web results.
• Position the site to push hot buttons and drive conversions.

How do you go about understanding these marketing areas?

• You may need additional marketing training.
• Most Website developers have no understanding of how marketing and branding works.
• Marketing is not a hobby or something learned by instinct.
• In a tough economy, businesses with poor marketing suffer the worst.

Every part of your Website can impact these three demographic areas

• Every photo, color, font and tagline and every other part of your Website communicates to your demographic.
• The better this is understood the better your return or Web marketing ROI.
• Also, how well does your site target the user through design and usability?

Key action items

• Look at your stats and conduct user testing to research your demographics.
• Consult a brand expert and usability consultant to make sure you are on track.
• Set-up your Website design and messaging to meet those specific demographic needs.
• Study marketing and branding fundamentals and apply them to your Website.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

First have a great product or service, good marketing strategy, strong brand and a fair budget or plenty of time for Web marketing, including development, design and driving traffic.

1. Start by getting inside the head of the Web Visitor

• Why do users buy your product?
• How do they use the product?
• What do they tell their friends and family about your product?
• Look at what they do, more than what they say.
• Help the Web visitor meet their needs on your eCommerce site.

2. Navigation and Search

• Starts with the user connection with and branding on the home page.
• Communicate that the site is easy to use.
• Use a clear tagline and product photos on the home page.
• Develop consistent navigation menus and overall search capabilities.

3. Product Presentation

• Simple and clear product presentations.
• Great photos with bullet point details and lots of back-up copy.
• Clear pricing, including shipping options.
• Easy to see “Buy Now” buttons.
• Multiple contact methods.

What about the actual buying experience?

This is where conversion rates and sales can really be improved.

• One click to BUY and send shopper to the shopping cart.
• Give the option of registration or purchase without registration.
• Don’t force the pre-selection of menu items prior to purchase.
• Keep shipping fair and free as much as possible.
• Follow the expected standards for Web eCommerce.
• Drive repeat visits to your Website and use email to spark a purchase.
• Many people research thoroughly and consider more options.

Key action items

• Set a thorough process for tracking stats and usability on your eCommerce site.
• Don’t copy another site because you like it, do what helps users and drives conversions
• Realize that an eCommerce Web store is always under construction and being improved upon and set-up systems to do that.
• When in doubt, make things more simple.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

If your company has history and many loyal customers, then bringing a brand back to life on the Web is a great opportunity to build on that history and drive growth once again.

Here are a few steps to bring a brand back to life on the Web:

• Cover the basics of Web marketing first.
• Time and legacy can be the most valuable parts of the online brand.
• Know the trends in the industry.
• Get back to the basis of branding and positioning 101.
• Website branding and messaging supports all marketing efforts.
• Understand the changing market place (get research done).
• What remains in the old brand and what should change?
• Tap into social networks, like FaceBook and Twitter.

Can all this be done in a cost effective manner?

• Yes, if you are smart with your research budgets and time.
• It will take time, but not always money.
• User testing is a great cost effective research tool.
• The challenge will be getting the right people and brains on this project.
• Take a look at the Wonder Wheel and Timeline in Google search results.

What are the key action items for the listener?

• Look at your stats and conduct user testing to research the new marketplace.
• Use WordTracker and Google tools to research the online markets.
• Talk to new target markets and conduct consumer research.
• Expand geographically and across demographics.
• Tap into social networks and get feedback on the brand.

• The Website’s only tagline is “Welcome to our Website”
• The Website does not communicate well online
• It does not add value or special insights
• There is nothing unique offered by the site
• The site is an online brochure and NOT dynamic
• It has a high bounce rate

What are few pointers on making the site unique and engaging?

• What works offline should be translated online
• High-level branding and management staff should be involved in the Website messaging and marketing
• A clear direct tagline and /or slogan is needed on every Website
• A well-defined understanding of the target market is critical
• The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

• Avoid clip art with no messaging
• Use real people with captions in photos and graphics
• Focus on real product photos with as much detail as possible
• Use optional video, slides Flash and other media to tell the story

What are the key action items for the listener?

What makes your business unique and special? Add those benefits to your Website
• Evaluate your Website from the target market’s point of view
• Use clear direct taglines and messaging
• Use dynamic, but unique photography and media with captions and messaging
• Offer product views and descriptions not offered anywhere else on the Web
• Make it very easy to contact your company
• Get feedback through user testing

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

• Taglines
• Headers
• Blocks of text
• Captions
• Images/graphics/photo/videos/audio
• Anything on the site where there is a connection with the user.

Where do you start?

• Answer the questions: What does your company do and who is your company?
• Homepage, create connection with the user so they want to dig deeper into your site.
• Effective tagline.
• Write for the target market and for the Web.
• include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call).
• Use links within content to drive the user from small to large content.
• Promotions and an invitation for spontaneous action on every page.

How does Web content drive leads?

Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer.

How does Web content drive sales?

eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market.

What are the key action items for the listener?

• Communicate brand identity on your home page.
• Carry the brand identity throughout the Website.
• Know what the user is looking for and help them find it.
• Make use of captions on photos.
• Use deep content on the about us pages.
• Also, use deep content in your resources section.
• Place conversion points on every page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.

One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.

What types of content are we taking about?

• Home page copy and branding
• Key bullet points
• About Us content
• Captions and tag-lines
• Headers
• Product and Services
• Resources based content  (blog, information content)

Where can Web marketers go to get resources or get started?

• Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second. 
• Start with the branding component – homepage messaging.
• Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well.
• Many good books on Web content
• Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.

Key action items:

• WRITE- and do it every day.  The more you do it the better you will get at it. 
• Take the time to think about and develop a strategy for Web Content.
• Make it a priority in your Web marketing strategy. 
• Share what you have learned, write what you have learned about your industry. 
• Find someone to help you or learn yourself
• Make the time, don’t make excuses.

Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

College and university Websites are unique in many ways and we have much to learn from these complex sites.   They have a diverse set of objectives, multiple stakeholders and many messages to relay. College/university Website design and management is challenging and time consuming.

Start by identifying the target markets (students, parents, faculty etc.) and identifying their needs.  Then develop a plan and strategy for the Website based on those needs. The three key areas to focus on are 1) navigation, 2) conversion points and 3) contents/images. 

The University of Colorado at Colorado Springs Website has complicated navigation.   They are using graphics for navigation, many users will not know that these are navigation points.  Below are some recommendations for this site:

• Simplify navigation and focus toward the target markets
• Keep the site design and menus consistent on all pages
• Financial aid and registration areas need to be easier to find.
• Buttons for "Apply Now" can be very effective.  These should be clear conversion points throughout the site. 
• Use real UCCS students and faculty in photos to better personalize the site. 

Let's look at a few other colleges Websites:

• Stanford University: Using image and graphics that are true to the institution and their homepage navigation is easy to follow.
• Massachussettes Institute of Technology: Integrated the experience of being at MIT into their homepage
• Harvard School of Business: Clean homepage design, consistent design throughout.
• Colorado College: Strong photography with a focus on graduation, the first initial benefit from going to college.

Social Networking will have a big impact on future college students.  Social media is central to this target market of college bound high school students.  This is an area of marketing for colleges and universities that is just waiting to be tapped. 

Action Plan for UCCS:

1. Do the research and homework to develop a new site map.
2. Develop conversion points to meet the needs of the users and the college/university.
3. Look at other sites, what are they doing well and not so well.
4. Conduct user testing in key target markets.

How does the subconscious mind play into Website marketing?

• Users do not know why they do what they do in user testing.
• Their subconscious mind does not know the difference between real and imagined.
• Not logical and is emotional.

In this podcast, we examine the web and the subconscious mind. 

How can Web marketers deal with this?

Web marketers should integrate user benefits with the Website experience. They should keep design consistent to what works on the Web. Usability and your stats are key indicators of success.

Ask Yourself

• What are the key action items for the listener?
• What is your Website’s impact on the user’s subconscious mind?
• Are benefits integrated into the user experience?
• Is the site consistent and trustworthy?

Actions to Take

• Watch your stats and look for evidence.
• Conduct user testing.
• Read Buyology and other marketing books.

Negative Keywords

Google has improved the ability to remove negative keywords from your account.  This feature allows you to tell Google what words you do NOT want to bring paid traffic to your site.   In the new Google interface you can see what terms people are using to find your site (See Search Terms).  You can disassociate certain words from your account and pay for the traffic you want.

Wonder Wheel

You don't need an AdWords account to see this feature.  Do a Google search and just below the Google search you will see a link to more options.  This shows you the most common searches related to the term you selected.   Essentially this is a keyword research tool without having to set up an AdWords account. 

Search Based Key Word Tool

This function works best if you already have an AdWords account.  Compares you Google AdWords keywords and scans your Website for what keywords it thinks you should be targeting.  Basically, the opposite of the Negative Keywords tool.   Finds critical missing key words based on your site content. A great Web marketing tool.

Use of the Content Network for Branding

Ability to put your Website ad on a variety of other Websites (like NY Times etc.)  Google is modifying the way this tool works to focus on branding and improve results.  You must have a strategy to make this work successfully.   If you don't know your demographics or market segments, then you can spend a lot of money on the wrong traffic. 

Historical data on search terms and related terms

Insights for Google search results have been updated and improved.  This can show you where the keywords are being used.  In lower right corner you can find the "rising trends" area, that identifies new, related keywords getting more traffic. These are called break out terms.  Historical trends also are available.

Improve Google Ads with Call To Action!

Have unique titles and clear call to actions on your ads and a clear reason to visit the Website.  Make an offer or other incentive to click onthe ad. 

Action Item Plan

• Learn about Google AdWords and how it can help you determine market segments.
• Set-up strategic campaigns based on your marketing segmentation.
• Use the keyword tools (wordtracker.com is another good source).
• Run a simple test program at minimum cost.  Look for coupons from Google too!

For more information, visit IntuitiveWebsites.com.

It is the process of determining the various characteristics of your marketplace and preparing a Website that meets those needs.  Identify the customer and what they perceive as benefits and overall value.  In other words, it is the science of understanding your market place and dividing it into segments.  Segments might include demographics, pricing, quality, and service expectations.   Understand the ranges of expectations and what your target market perceives as "value".

Successful marketing segmentation allows you to better meet the needs of your customer, and do it better than your competitors that may not have that focus.

Two Great Books

1. Blue Ocean Strategy (Kim and Mauborgne)
2. The Discipline of Market Leaders (Treacy and Wiersema)
   There are three market focus disciplines: Operational, Product  and Customer.
   Some rules to consider a) Strive to excel in a specific dimension of value, b) Maintain threshold standards on the other dimensions of value, c) Dominate your market by improving value year after year, and d) Build a well-tuned operating model dedicated to delivering unmatched value

Marketing Segmentation and Web Marketing

Focus your homepage content and navigation to speak directly to the market segment you are targeting.  The content throughout your site should also support your marketing strategy.  Close attention to detail and finding a unique market place are key.  

Use Web based segmentation strategies to drive traffic. Focus on bringing less traffic but focus on the quality of the traffic. Search engine research is a form of market segmentation. Email, content distribution, and strategies on social networking should be addressed to the niche market segment you have identified. 

Action item plan

• Become a strategic Web marketing expert-do your homework.
• Utilize Google Analytics
• Deliver message and a Website that connects with your target market

For more information visit IntuitiveWebsites.com.

Your Website is an Investment, how much should it cost?

• Build a Website: $5-20,000
• Market and maintain a Website $500-$1000+ a month
• Every dollar should be tracked and return measured
• You should see significant return or ROI
• The key is in how you establish and define return?

Conversion Strategy Defines Return

• Leads, sales, email subscribers and more
• Consider referrals, branding and competitors
• Small changes greatly impact Website ROI

Must Have Web Stats – Google Analytics and Goals

• Unique visitors
• Bounce rate
• Pages visited
• Traffic sources
• Time on site
• Conversions Goals and funnels  

Action Plan:

• Set strategic conversions and offers
• Set-up Google Analytics to measure those conversions
• Build accountability through staff, external consultants and in meetings
• Set conversion goals and run numbers
• Expect a return and make it happen

What is causing the growth in Web marketing in the downturn?

• A strong need for ROI in marketing
• Cut backs in other areas of the company
• Inexperienced staff asked to manage the Website marketing efforts
• Layoffs leading to more small business start-ups, temps and freelancers
• The Web continues to grow in popularity and use
• Growth of social marketing on the Internet
• Demographic changes and their use of the Web
• Lower consumer spending driving people to the low-cost Internet

Who are the people impacted by the recession and how can Web marketing help them?

• Graduates looking for work
• Experienced job seekers, freelancers and temp workers
• People starting or ramping up a new, small business
• Small and medium sized business in various markets
• Large corporations 

Graduates and Experienced Job Seekers

• Stand out with a Website and your own, personal domain name
• Use the Website as a new type of resume
• Develop a Web page for the company you are pursuing
• Social networking and your content is very important

New Business Start-Ups

• Follow the Intuitive Websites' four step process
• The Web will probably be your main marketing channel

Established Business

• Staffing for Web marketing during layoffs
• When and how to outsource
• Web marketing and Website ROI (our next podcast)
• What are your competitors doing?

Action Plan

• Maximize the Internet in your job search
• Seek outside help
• Learn the fundamentals of Web marketing
• Measure your return and monitor
• Don’t take your Website for granted, you need it now more than ever!

Who Will Write the Content?

You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source.  Content creation is an on going project and you have to keep your content updated. 

How does one learn how to write Web copy?

Use clear headers, bullet points, small paragraphs and clear direct graphics.   Cut your content in half and still communicate the same message.  If your domain does not easily convey what your website is about your headline and tag lines become critical. 

The Principle Law of Website Content 10 out of 10 Rule

All 10 will be able to understand exactly what you do within 10 seconds of coming to the site.    The value your business provides should jump off the homepage.   Your taglines and bullet points should be clear and direct on the home page.   Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare. 

Avoid Market-Speak to Drive Conversions

Brochure copy should be avoided and cut to the real benefits your provide customers.    Users want to read about what value your business offers not reading about your business.  User convert when the read the content so make sure it is the content they are looking for. 

Develop a Content Theme

Homepage content should be centered around three or four central themes that are key to your business.  User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3)  How can you help me?   If they think you can help, they will convert.  You can reinforce these messages in your navigation and your product and services descriptions  

Your Social Networking tools  should be noted on your Website linked accordingly.  Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about. 

Bad Content is Ignored

Most users do not read poorly presented or written content.  Learn how to write effective content and increase your conversions. Recommended reading:  Killer Web Content by  Jerry McGover,  Letting Go of the Words  by Janice Reddish and Don't Make Me Think by Steve Krug.

Action Plan

• Assign someone to direct content and train that person
• Get inside the head of users and ask the 10 out of 10 question
• Write content for conversions and strategy
• Write content for SEO
• Update your site weekly or more often

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Let's take a look at www.PlusMoreMedia.com

Website Audits Review Each of the Four Steps :  When looking at a site we review all four of the steps to a successful Website. 

1. Strategy:  
2. Design and Development
3. Driving Traffic
4. Website Performance

Strategy and Design

• Message is not direct enough to tell us what the site is about in 5-10 seconds.      Perhaps choose a tag-line that follows the navigation.  Focus on  Web graphic design and video production and show differentiation -what makes your company different. 
• Professional design, clear navigation and layout. 
• Suggested a rotator image to get across your message : a "big" image to communicate quickly what your business is offering.
• Simplify the home page and tell the rest of the story within the site.    Scale back on homepage content.
• Focus on conversion point- they are using "Deal of the Month" , this is a good offer and shows a good impression.    The offer should be duplicated throughout the site. 
• Banners are often hidden to a users.   Many graphics are often not seen. 

Driving Traffic:

• The site is using very competitive and generic keywords. They are missing 'where you live' in the title tag to narrow focus.   Use niche words. 
• Resource tab is missing – place for free stuff and more content.
• Blog link difficult to find, on the New navigation.    Did a good job putting the articles on separate pages.  Long scrolling page, it would be helpful to make all links blue and underline.     Brief description then lead to complete article. 
• There is a lot of good content on the site, work on the organization and accessibility of it. 

Performance:

• How many leads are coming to the site and how many are converted to customers?  Difficult to find the Contact information.    Recommend phone and Email on every page with prominent placement.    
• Form on contact page is great but could add area to find out what the potential client really needs or present them an offer for completing the form.      Add information when customer what time frame they will be contact. 
• An About Us page with photos and information about the people that make up the company/service is what users want to see.  People also want to see the client list and what you have done for them.   Present credibility as well as the people/personal side of your business.
• Avoid blocks of text.  Use bullets or at least headlines over the blocks of text. 

 Action plan

• Simplify and make content more direct.
• Make conversion points more visible and easily found. 
• Focus the graphic images.
• More local focus and niche categories/keywords/strategy to drive traffic – use stats to help make these decisions
• Change conversion points  to an "offer of the month" and reinforce that you have  service to offer.

If you'd like your site audited go to IntuitiveWebsites.com.

Blogs and podcasts are really one in the same.  Add your mp3 files to your blog and you have posted your podcast to your blog.   Some great resources are podcastalley.com and podcast.com.

Many people say, "I don't have the technology to create a podcast".   It doesn't take a recording studio to make a podcast.  They can be produced in the comfort of your own living room with little expense.

• Macintosh computers come equipped with Garage Band, a free program that will create your mp3 files.  
• PC users can download a free program at audacity.com. 
• Use a good USB headset and microphone.  One microphone for each person speaking gives best results.
• Professional announcers/hosts are a nice touch.  Voices.com and Voices123.com are two sites to get you started. 

Action plan:

1. Make podcast strategy part of overal content distribution.
2. Get the right equipment (basic usbmicrophone, software, host, music).
3. Experiment
4. Prepare outline of key points
5. Summarize the key points on the blog posting 

Why is blogging important for your businesses?

• Blogging can be used for entertainment or news and can establish you as an authority on your industry.
• Writing content is one of the best things you can do for your business.
• Search Engines: Google loves content!  Blogs are search-engine magnets and serve to create cross links from your main site back to your blog and vice-versa.
• Better Results: Users convert based on content. Add value to your customers via great content.

Action items

• Go set-up a blog with WordPress or Blogger or on your own site
• Commit to writing lots of content and/or pointing to interesting Web-based resources
• Develop a community
• Add content every week and assign someone (or multiple someone's) to creating new content on a regular basis

1. Engage Visitors
2. Convert the Visitor
3. Drive Traffic
4. Don’t Make them Think
5. Get people excited to tell others

• Software tools for user testing
• Planning and recruiting tips
• How to run a quick and simple user testing session
• User testing videos to improve a site's conversions

• How to put your time to good use when marketing online.
• The importance of Website ROI
• Focus on call to action and direct response from customers
• How to make use of social networking
• Lower your bounce rate to increase conversions
• What can you give away?
• How to make the most use of Website content

• Make it instantly clear — with messaging, headlines, navigation and graphics — exactly what the site is for.
• Move users to a clear conversion – on this site the conversion sweeps the user from left to right.
• Make every button count – this site has no wasted space
• Place non-essential, non-converting navigation separate from the main, converting nav

This and other examples are outlined in this podcast.

•  Use lots of photos
•  Be sure to have a path to conversion
•  Make sure visuals are attractive
•  Make sure users have access to plenty of information

These and other principles are presented as universal tips for any Website.

• More than ever people are shopping on the web.
• More potential business partners/clients are using the web as a first evaluation of your company. Businesses can no longer afford to have subpar look and feel.
• Most individual web users make credibility/trust judgments based on the look and feel of your Website.
• 55-60% of shopping cart visitors abandon the cart. On average over 50% of web users "bounce" – leave a site without looking at another page. Web marketers need to take steps to make their sites "sticky".
• Web marketers must analyze their statistics and do user testing to see where users are having difficulty and correct these obstacles.

Everything on your Website is branding: Logo, Graphics, Colors, Font, Content, Usability, Navigation, Photographs.

The Web has created a new impression of branding, much more personal and internally focused. How does a business owner know if their Website is branding correctly? Listen to this podcast for timely tips and strategies.

This podcast will help you view the web as a critical first phase of your overall sales process.

• Appreciate how advanced these leads are
• Move from web marketing to the sales process
• Use technology to automate incoming leads (but DO include a personalized followup as well!)

The goal is to talk to people while they are still on your Website!

• Generating sales leads
• Building your customer base
• E-commerce purchases
• Building an email list
• Creating webinar signups
• Getting forms filled out
• Responding to web leads very swiftly
• Encouraging links to your site
• Getting your media watched or listened to
• Tracking offline conversions, phone, visits, etc.

We also discuss types of conversions, online and offline.

• Is your Website creating a return on investment?
• Are you tracking conversions?
• Do you have performance goals?

Listen for tips and tricks on creating Websites that perform!

Once a site has a sound strategy and a design that works for your users, it's time to bring some people in and convert them! In this podcast, we talk about search engine optimization, building inbound and relevant links, and content distribution.

In our next podcast, we will wrap up this series with a focused look at step four, performance and conversions.

The good news is that we will soon be launching Webinars and an interactive slide presentation to educate Web marketing professionals on the four steps to success on the Internet.

In the meantime, keep listening to our Podcasts and look for a lot of new content coming soon about the four steps to online success.

Tom

• Is the purpose of the site clear?
• Are target markets well defined?
• Is the keyword focus solid?
• Is the site designed in a way that appeals to the target market?
• Has it been tested with users?
• And is the design an outgrowth of the strategy and purpose? 

Check out this and more. In our next podcast, we cover steps three and four, Traffic and Performance. 

RSS Feeds

Podcasts

Articles and blogs

Webinars

Key points from our analysis

1. Graphic ads are invisible to users. Don’t put important content on or near a graphic.
2. Sites with many links must have an extremely clear organization and navigation.
3. Be sure that all paths lead users in a desired direction. If you can’t “feel the funnel” when browsing the site, something is wrong.

Links to sites reviewed

http://www.gazette.com

http://www.npr.org

• Clear Navigation: Make sure menu choices don't use jargon and don't have too many choices on one page!
• Effective Use of Graphics: Make sure graphics serve a purpose. Beware of "banner blindness" – don't place important buttons as graphics. Make sure graphics are top notch – users will create instant impressions regarding quality of the site/company as a whole based on one glance at a photo. Use captions. Users looking at graphics will ALWAYS read the captions.
• Watch Users: Do formal or informal user testing, use the best analytics packages to note what users do on your site. You will quickly see where they are confused or off-task. Fix those areas of the site.
• Content: Don't use too much content! Use content to clarifiy the primary message quickly. Bullets, headlines, linking text, and highlighted text get read. Block paragraphs do not. Don't let company departments make a dumping ground of your site, stay focused on the marketing message and use a blog for dynamic, newsy content.
• Be consistent: Don't put common controls on the page in places people don't expect!

We Wholeheartedly Recommend…

1. Draw qualified traffic
2. Have a professional design
3. Have a consistent message and branding
4. Make sure the site is well organized in terms of navigation and usability
5. Content, photos, graphics need to build on why users came to the site in the first place
6. Messaging should move users into a sales process
7. Contact points should be aligned with all the content.

Good Web-Based Mail Packages:

• Vertical Response
• Constant Contact

Keys

• Think of your emails as a series of offers with aligned landing pages that elaborate on offers and contain paths to conversion.
• Track the data and repeat what works!
• Don’t ever sell email addresses. And be sure to tell potential subscribers that there is no way this will ever happen.
• Keep track of how many people join. If the number is low, look at ways to make the email signup more compelling on your Website.
• Avoid open selling in your emails. Make them educational so people wil want to continue to receive them.
• Ask your customers what they’d like to read, and how often.

• Start small if you need to, but DO start
• Be sure to use web based software that manages all the subscribes and unsubscribes and creates a form for instant Website subscriptions.
• Make it easy for people to subscribe on your Website – signups should be present on ALL pages in a consistent location.
• Be sure to include a link to your emails in the email signature of all your company’s reps.
• Start with list on hand and be ready to take unsubscribes!
• Create great content for your email marketing

Action Plan

1. Get Steve Krug’s book, “Don’t Make me Think”
2. Begin now with User Testing, even informally.
3. If your site is an important revenue or lead producer, invest in formal user testing, including analysis and reporting
4. Respond to issues identified by users!

Resources

• What content drives your target market?
• How well do you push their hot buttons?
• What will move visitors to contact you?
• How do your visuals support your key indicators?
• What makes you different from competitors?
• Are you addressing your target’s key concerns?
• Avoid flowery, brochure-type content

Action Plan

1. Identify 5-6 key indicators
2. On your Website, what are the 5-6 areas of the site that trigger user hot buttons
3. Set goals for indicators
4. Track them monthly and drive your web stats around them

Resources

• Google Analytics (formerly Urchin): A free and top-notch analytics package that integrates with your Google Adwords campaigns. Note that an active Google Adwords campaign is not a mandatory requirement for using this software.
• Webtrends: A package that has matured over the years and is now an excellent, comprehensive analytics solution. This is a paid solution with pricing tiers from standard to advanced marketing to e-commerce.
• Clicktracks: A great package for getting a visual sense of user behavior on your site. Excellent for executive overviews.
• Omniture: This is a very complete solution for analytics, the package the big boys use with customers like Walmart. GM and eBay. It costs more with programs starting at 1500 per month but you get what you pay for — this is a deep analytics solution.

Action Plan

1. Insist on great analytics software – stats that “come with” hosting packages are often inadequate
2. Set and monitor goals for your Website
3. Create an ROI tracking system based on stats
4. Measure conversions using stats
5. Track customer behavior and respond to their wishes!

Keys

• For e-commerce sites, don’t let shipping be a barrier to purchasing.
• Make sure that you’re clear on the goals of your site: selling, getting leads, providing information.
• Be sure there are lots of ways for users to convert using on-page forms.
• On lead generation pages, pay careful attention to the quality of your offer. Make sure you offer something users will really want and that they can’t get on the site. Add value and offer something that solves a user’s problems.
• Take the time to get the Better Business logo and the Hacker Safe logos on your site.
• Keep forms simple! Long lead-capture forms alienate users.

Action Plan

1. Determine what type of conversion you’re going after and set a target
2. Develop a tracking system for ROI
3. Do usability testing
4. Modify, test, everything!
5. Make sure you have good analytics
6. Once you’ve maxed conversion rates, go for more traffic

Resources

• Wordtracker keyword research tool
• Webposition Software
• Google Webmaster Central: Tips and Guidelines for Web Masters
• SEO Studio by TrendMX
• WebCEO

Action Plan

1. Create great content that your users will want to read! Don’t be a search engine spammer.
2. Carefully prepare a keyword list relevant to your site
3. Be sure to have a conversion strategy in place when users do land on your site
4. Create a program for getting other sites to link to your site, and be sure they do so using your key words

Resources

• Yahoo Search Marketing Resources (Overture)
• Google Adwords

Action Plan

• Do some searching and see what terms your competitors are buying
• Look at the overture.com resources
• Read the Google AdWords help files. They are very well done.
• Spend time understanding the importance of keywords

Resources

• Yahoo Search Marketing Resources
• Wordtracker
• Google Adwords
• Yahoo Search Marketing
• Constant Contact Email Marketing
• Vertical Response Email Marketing

Action Plan

• Learn about search engines
• Look at the overture.com resources
• Experiment with a paid listing program – start small
• Spend time understanding the importance of keywords
• Create an email marketing program
• Look for other Websites that could link to your site or that might accept articles
• Review how your offline marketing highlights your online presence

Action Plan

• Realize that your Website is always under construction and you need a process for continual updating and improvement.
• Involve a designer. Don’t let a purely technical person be in charge of design considerations.
• Make sure that your home page clearly describes your business function.
• User-test your navigation.
• Be sure to look at Website statistics and be responsive to trends and user likes/dislikes.
• Avoid long blocks of text. Users prefer short bulleted statements and will skip over large paragraphs.

Resources

• Joomla

Action Plan

• Don’t wing it, set up your team to run a business.
• Put a hat on people in the 8 groups above
• Evaluate internal skills and outsourced skills
• When evaluating external skill sets determine if they are: Marketing, Design, Technology or Project Management

Resources

• Building A Web Team (Presentation from Dartmouth)
• Web Team Roles
• The Ideal Web Team (Part 1) (Part 2)

Action Plan

• Develop an outline of your ideal Website visitor, target market
• Develop a best-case user path on your site based on what you know they want
• Get top of the line analytics to track user paths
• Do market research (listen to our podcast)

Resources

• Getting Inside the Head of the Web User (article)
• Don’t Make Me Think (book)
• Intuitive Websites Usability
• Observing the User Experience: A Practitioner’s Guide to User Research (book)
• Stanford Web Credibility Research

Action Plan

• Evaluate your marketing plan and look for places where assumptions were made.
• Develop a market research plan to test those assumptions.
• Set an anticipated ROI from that market research.
• Just do it.

Resources

• Jakob Nielsen’s Website
• Advanced Common Sense
• Getting Inside the Head of the Web User (article)
• Survey Monkey (online survey tool)
• Peak Surveys (survey service)

Action Plan

• Put together a table of contents and begin writing your Web marketing plan.
• Integrate it into you current marketing and business plan.

The marketing plan itself will generate a huge action plan. It will be the right action plan.

Resources

• Intuitive Websites’ Internet Marketing Plans
• Driving Sales with Your Website (TEC Podcast)
• How to Measure Online Marketing Success
• How to Write a Marketing Plan

Show Notes

1. Action Plan

Develop a strategic Internet plan
Educate your CEO on this plan
Present regular stats to the CEO or manager

• Visitors
• Entry and exit pages
• Search engine key words
• Referrers
• Conversion and ROI data

2. Resources

• CEO Leaders Group: www.vistage.com
• Internet Trends: www.pewinternet.org/trends.asp
• Marketing Profs: www.marketingprofs.com
• Ten Secrets of Websites That Sell (article): www.intuitivewebsites.com/article16.htm
• ClickTracks Analytics: www.clicktracks.com

Show Notes

Action Plan:

• Your Website is always under construction; fix design problems
• Add an Internet marketing manager to the team
• Ask for customer and visitor feedback, and do market research
• Use Website statistics for research and ROI

Resources:

• Intuitive Websites: www.intuitivewebsites.com
• Google Analytics (Formerly Urchin): www.google.com/analytics/
• ClickTracks Statistics: www.clicktracks.com
• Three Steps to an Intuitive Website (article): http://www.intuitivewebsites.com/article14.htm